If you are familiar with social media, even from afar, you are probably already familiar with their ever-changing world. New applications, trends and challenges emerge regularly and take the internet by surprise. TikTok is certainly one of those social networks that have quickly gained momentum in the space of just a few years. As brands and marketers slowly realize its importance, the video sharing app already has over 800 million monthly active users, and is growing daily.
If you’re a business owner or digital marketer, it’s high time you started building your TikTok marketing strategy. In this article, we are going to describe the TikTok app in depth and explain its importance in online marketing in 2021.
The rise of TikTok
TikTok is a social networking mobile app that allows users to upload and share short videos. She first became known for her “challenges” which went viral, with lots of dancing, comedy skits, and lip-syncing videos. While most TikTok videos are 15 seconds long, users can stitch multiple clips together to create 60 second videos.
ByteDance, the parent company of Chinese-born TikTok, launched the app for the first time in 2016 under the name “Douyin”. In 2017, the app became available worldwide under the name TikTok. In 2018, the company acquired Musical.ly, a popular social media platform that allows users to create and share lip-syncing videos. This allowed TikTok to Iceland Phone Number List introduce a new range of features and tools, which greatly helped it penetrate the US Gen Z market.
At the end of 2020, TikTok crossed the 2 billion downloads mark, accumulating more than 314 million downloads in the last quarter of 2020. It has become one of the most downloaded applications on the App Store and Google Play. So inevitably, digital marketers from major brands began to exploit its potential.
How does TikTok work?
There isn’t much certainty about TikTok’s core algorithm. However, most content creators agree that you don’t need a plethora of subscribers to become popular on the platform. This is because the algorithm individually evaluates the data and information relating to your performance for each video you broadcast.
When you upload a new video, it is first shown to a small group of users on their “For You” page. If your video catches the attention of these people, it will likely end up on more “For You” pages, and go viral. TikTok’s algorithm takes into account other factors such as likes, shares, comments, rewatches, etc.
It’s worth pointing out that unlike other social media platforms, you can go viral on TikTok with just a handful of subscribers. The key is to regularly upload original, entertaining and shareable content.
Why do you need a TikTok marketing strategy?
TikTok was often rejected and derided as an application for the Z generation . However, a recent study indicates that the app is also gaining popularity among millennials and older users. The share of Gen Z users on TikTok rose from 41% to 35% between January and September 2020. At the same time, the percentage of users aged 25 to 34 fell from 22% to 30%. In addition, the percentage of users aged 35 to 44 has increased from 14% to 18%. And the app is also available in 39 languages in 141 countries.
So whether you want to target young high schoolers or middle-aged professionals, your audience is probably already using TikTok. Now you just need to create the right content to reach them.
Here are the top reasons why your brand should use TikTok:
Huge reach and engagement rate
The biggest marketing benefit that TikTok provides is that it allows you to increase brand awareness. TikTok users are often ready to try new challenges and fond of new trends. When you create a brand challenge with TikTok, and people start participating, providing feedback, and sharing, it greatly increases your brand’s online visibility.
Additionally, TikTok is a great platform to build a solid rapport with your audience. Collaborations with popular TikTokers make it possible to leverage their reputation and credibility, and above all to connect with their subscribers. This, in turn, helps you gain their trust and further strengthens your reputation online. It’s also worth mentioning that TikTok’s engagement rates per post are higher than Instagram and Twitter’s.
According to a CloutMeter analysis of over 10,000 TikTok profiles, the average engagement rate on TikTok is 52.1%. This is not surprising given that most TikTok users spend a lot of time on the app looking for entertaining content.
The first-come advantage
Despite its immense potential, marketing on TikTok has yet to become the norm for brands. Many specialists are still analyzing its viability and exploring its possibilities. Therefore, if you start promoting your brand on TikTok now, you will likely face less competition. In addition, by the time your competition arrives on TikTok, you will probably already have made your hole.